Do Anglophone Consumers Truly Trust or Simply Tolerate English Advertising? The Mediating Effect of Ethnic Self-Identification on Attitudes toward English Advertising and Advertising Trust

Language plays a crucial role in shaping consumer purchasing decisions, particularly within ethnic communities where cultural backgrounds and linguistic diversity influence perceptions. For companies operating in multilingual societies, strategic decisions regarding language use in branding and advertising are vital. While existing research has focused on visual cues in Western markets, this study fills a gap by examining the impact of textual cues, especially in emerging markets, on ethnic consumer responses. Understanding these dynamics is essential for effective multicultural advertising, enhancing advertising trust and engagement in emerging economies. A survey of 704 non-native English-speaking consumers in South Africa reveals the significant role of ethnic self-identification in mediating the relationship between attitudes toward English advertisements and advertising trust. It also highlights ethnic self-identification as a key moderator in this connection, suggesting that English proficiency alone does not guarantee trust in English advertising campaigns among Anglophone African consumers. Brands operating in this context should not assume that English language proficiency automatically translates to trust in English advertising.